TL;DR

Rather than replacing human travel agents, AI is helping the best ones deliver superior service. While 86% of travellers are eager to use AI for trip planning, the technology’s current limitations mean professional advisers remain essential—especially when equipped with AI tools themselves.

AI’s Current Limitations

Testing from major platforms reveals significant gaps. Google Flights’ AI search tool and Kayak’s chat bot struggle with practical constraints like hotel room configurations and fire codes. Early adopters report AI works best for brainstorming destinations but fails on detailed logistics and off-the-beaten-path recommendations.

“You can go to ChatGPT and get a list of luxury hotels, no problem,” explains Fora CEO Henley Vasquez. “But taste is where technology fails.”

How Agents Are Using AI

Forward-thinking agencies are deploying AI to enhance rather than replace human expertise. Fora’s “Price Drop” tool continuously scans booking systems for rate reductions, allowing advisers to offer clients upgrades or savings. The agency Embark Beyond has invested nearly $3 million in an AI “clientelling” tool that matches ultra-high-net-worth clients to properties based on specific interests.

The US travel agency market grossed $110 billion in bookings in 2023, representing 28% year-over-year growth. Adobe reports 2,000% growth in AI-driven traffic to travel websites since January 2025.

Looking Forward

In 2026, Fora will deploy AI tools that can scan clients’ camera rolls and calendars to understand preferences without lengthy questionnaires. For businesses considering AI implementation, the travel industry offers a clear lesson: the technology works best when paired with human judgement, delivering efficiency gains whilst preserving the personalised service that customers value most.

Source: Bloomberg